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For the brand’s recently launched “China ORIGINALS” campaign, adidas Originals and TBWA tapped NeochaEDGE to curate and produce content featuring local Chinese creative talents that exemplify the spirit of adidas ORIGINALS. To tell the stories of these talented individuals, we shot a series of videos and photographs that were featured online, in-store, on taxi cab screens, and in print media across Greater China.

See below for a video and photo spreads featuring one of the creative talents for this campaign – Edison Chen, a Hong Kong based film actor, singer / rapper, model, record producer, fashion designer, and all-around pop icon.

In the video, Edison talks about himself as a creator and gives us a heads up about what to expect from his new album coming out later this year. Edison plans to use the album as an opportunity to get a few things off his chest and speak to the people that matter most, his fans. Anyway…enough from us, just check it out.

We worked with Shanghai-based EDGE Creative Collective photographer Ka Xiaoxi to produce the photographs for this shoot. The photos were all shot the good old fashioned way – on analog film. Doing so helped us achieve the raw, gritty, authentic feel we wanted to capture in the imagery for this campaign. We couldn’t be more pleased with the results.